Manager, Demand Generation

Lontours Canada Limited; Toronto; On-site; CAD 70,000 - 100,000; Full time

Job summary

A leading travel company is seeking a Demand Generation Marketing Manager to drive qualified leads and revenue growth through innovative digital marketing campaigns. The ideal candidate will have a strong background in digital marketing, lead generation, and analytics, along with excellent communication and collaboration skills. This role offers a generous benefits package and the opportunity to work in a dynamic environment focused on travel.

Benefits

Generous benefit package including travel benefits and retirement

Qualifications

• 4-6 years of experience in a related field.
• Experience in leading digital campaigns.
• Proficient in email marketing and lead generation.

Responsibilities

• Develop and implement demand generation strategies.
• Manage and optimize digital marketing channels.
• Analyze and report on campaign performance.

Skills

Digital marketing

Lead generation

Analytical skills

Communication

Collaboration

Education

Bachelor’s degree in marketing or communications

Tools

Adobe Photoshop

Microsoft Office

Job description

ABOUT GLOBUS FAMILY OF BRANDS

With 95+ years in travel, the award-winning Globus family of brands – consisting of Globus, Cosmos, and Avalon Waterways – creates vacations that offer travelers culture-rich experiences featuring must-see sights, the stories behind the scenes and countless joy-filled memories in more than 70 countries on six continents across the globe. With equal measures vision and hard work; team collaboration and commitment; adaptability, honesty, and integrity as well as a genuine love for all-things-travel, the Globus family of brands – a leader in international travel – now offers unparalleled, perfectly planned tours; inventive, inspiring cruises and modern, independent vacation packages to millions of travelers.

Travel and/or in-office presence may be required at times.Generous benefit package including travel benefits and retirement.

THE DEPARTMENT

The function of the North America Marketing Department is to generate demand for the Globus family of brands travel products amongst the travel-trade and consumers in the US and Canada. This includes campaign planning and execution, promotional planning and direction, content management, external communication to our key audiences, and strategic direction for product. Key internal audiences include Marketing, Communications, Inside and Outside Sales, Product, Operations, IT across North America.

THE ROLE OF A MANAGER

In the business hierarchy, managers will be found most of the time working within a specific department of a large company. Managers help set the “how” in implementation and responsible for guiding the “who” in implementation for their department or team. Managers can also be Individual Contributors not managing a team, but a process.

Job responsibilities of a manager include:

• Following the direction of upper management and the business strategy
• Communicating policy, information and strategy to their associates
• Collaborating and communicating with outside sales, vendors and internal teams
• Scheduling associate tasks, following budgets, handling payroll
• Developing plans to execute on projects, priorities and strategic initiatives at their team’s level and communicating and delegating tasks to members of their team
• Overseeing the day-to-day tasks of the department and supervisors, handling escalations and monitoring key performance metrics
• Hire and train new associates or oversee training plans
• Support and mentor current associates
• Provide performance evaluations
• Approve disciplinary action, promotions
• Partner with upper management on setting team and department goals
• Suggest budget items (in IT/ set the budget)
• Typical experience is 1-5 years managing teams

THE POSITION

The Demand Generation Marketing Manager is responsible for developing and executing strategies to create demand for Globus and Cosmos (in the “touring” category of travel) and Avalon Waterways (in the “river cruising” category of travel). Ultimately driving qualified leads for direct sales and revenue growth through various digital marketing campaigns. Key responsibilities for the role include:

• Develop and implement demand generation strategies: this includes identifying target audiences, creating compelling messaging, and choosing the right channels to reach them.
• Develop and implement brand awareness strategies to help grow each brands market share in respective travel category (touring and river cruising)
• Plan, execute and traffic integrated digital marketing campaigns: this involves creating and optimizing campaigns across various channels, including paid advertising, social media, search engine marketing/optimization (SEM/PPC & SEO), and content marketing
• Manage and optimize digital marketing channels: this includes email marketing, social media, paid advertising, online video, and more
• Manage affiliate marketing programs, helping drive revenue growth and brand awareness through partnerships
• Assist and optimize lead nurturing programs with Sales team – helping guide prospective travelers through the sales funnel and increasing conversions
• Identify and resolve challenges within the demand generation process: this involves proactively addressing issues and finding solutions
• Administer and track budgets for digital marketing expenses
• Analyze, track and report on campaign performance: this involves tracking key performance indicators (KPIs) and identifying areas for improvement
• Conduct market research and competitive analysis: this involves understanding the market landscape and identifying opportunities for growth
• Manage database marketing efforts, including resources and associates to implement customer one-to-one journey mapping and marketing automation
• Develop one-to-one email marketing initiatives to drive consumer interest and website traffic resulting in sales and leads
• Provide training and support to direct reports and team members: this involves sharing best practices and ensuring that team members are equipped to succeed

EDUCATION

The preferred candidate will hold a bachelor’s degree in a related marketing or communications field and four to six years’ experience in a related field.

EXPERIENCE REQUIRED

• Demonstrate experience in leading and managing digital campaigns, including online media, SEM, SEO, social media, online video and e-mail marketing
• Proficient in online lead generation techniques and strategies
• Knowledge of affiliate marketing programs and best practices
• Experience in email marketing and developing and executing effective email campaigns from acquisition to retention (customer lifecycle marketing)
• Strong analytical and reporting skills with the ability to analyze and present data, identify trends and make data-driven decisions

EXPERIENCE PREFERRED

The preferred candidate has noteworthy experience in the following areas:

• Excellent communication and collaboration skills with the ability to work effectively with cross-functional teams and stakeholders
• Experience in managing and leading team members and direct reports
• Experience in identifying target audiences and devising digital campaigns that engage, inform, and motivate
• Working knowledge and understanding of web design principals:

• HTML
• CSS
• UI/UX

• Copywriting and proofing/quality instances
• Image editing and creation:

• Adobe Photoshop
• Acrobat software applications

• Microsoft Office products
• Working in a professional team environment
• Working with web developers and programmers in an IT department
• Product knowledge for GVI
• Knowledge of leisure travel industry